Word-of-mouth has time and again been shown in research to be the top influencer of consumer’s purchase decisions. Now, a new study from Engagement Labs quantifies the extent to which word-of-mouth drives sales, finding that an estimated 19% of consumers sales are the result of online and offline conversations.
Reviews continue to be extremely important, as 94% of respondents use the internet multiple times a year to find local businesses, and the majority are more likely to use a business based on positive reviews.
Four in 10 consumers around the world are concerned with the amount of personal data that companies have on them. Levels of concern vary widely across countries, with the US on the high end of the scale, with 6 in 10 concerned.
Companies around the world are facing an ‘authenticity gap’ as they fail to meet customer expectations in key areas that drive authenticity, such as value and customer care. Trouble is, companies are considered the least credible when they’re talking about those particular areas.
This infographic from Scribewise illustrates the B2B technology buying cycle.
One-third of Americans have stopped using a brand as a direct result of a scandal.
Attendees are more likely to learn about events from friends and acquaintances (66%) than by any other means.
Word-of-mouth continues to be the leading way by which teens & Millennials – as well as the greater population at-large – discover new movies, TV shows or other full-length video content.
It’s hard to sell to a public that doesn’t view you well… Yet that’s the task faced by the advertising and public relations industry, which continues to rank towards the bottom of all industries in public perception.
NPR commissioned research to find out why people want smart speakers. Music was unsurprisingly at the top of the reasons why they use these devices.